YouTube’s influence on the world of toys is replaced by television ads. According to Google data related to searches and sales in the respective toys, four of the most purchased toys appear frequently on YouTube in unboxing videos.
“The most wanted toys in Google match those that star in a lot of unboxing videos.”
These appearances on the platform are enough to turn any toy into a mass phenomenon. In fact, the third toy on the list, the JoJo Siwa Singing Doll is a product designed by a YouTube star of the same name. It is clear that toy manufacturers know that the reach of their products is multiplied in the video platform, leaving aside more traditional channels such as television.
One of the companies that most invests in advertising on YouTube is MGA Entertainment, the company responsible for Bratz dolls. Now, one of its most successful products are those of the LOL Surprise! Line, which appear three times in the Google list and appear in a multitude of unboxing videos.
This makes these toys are the most sought after, which translates into a large number of sales. In the case of LOL Surprise !, the toy itself seems to have been designed with YouTube in mind. Instead of having a transparent packaging, the dolls are hidden in their packaging, which makes this toy perfect for unboxing videos.
The most sought-after toys on Google, in addition to being highly sought after on YouTube, often coincide with Amazon’s best-selling toy list.
Children still watch television, but advertising reaches them through more channels than ever. Toys advertisements come through tablets or their parents’ smartphones, and YouTube occupies a position of great importance in this ecosystem.